<h2>1- ESA Downsizes E3 (2007)</h2> <br>The glitz and glamour of E3 during its first 12 years may have been a tad overblown, but in a sense, it reflected the larger-than-life industry it represented. While E3 was technically "industry-only," developers had no qualms with spending millions to attract the attention of tens of thousands of show-goers for more than a decade. Shortly after 2006's show, however, things changed. In July 2006, the ESA announced major changes for the next year, but nobody could have expected the neutered version that came to pass a year later. Instead of being held in LA, the show took place in the lower-key city of Santa Monica. Instead of having the action take place on the massive floor of a convention center, most companies chose to demo top titles in hotel suites, with the "show floor" consisting of plain vanilla kiosks at the barren Barker Hangar. There were faint glimmers of glamour during the "big three" press conferences, but when you consider Microsoft did its conference from a high school, the stark reality of show without a set of balls became painfully apparent. Will this year bring even more embarrassing moments? We wouldn't be surprised in the slightest.